For a time, the store offered only highly selective merchandise, targeted to climbers and backpackers. By the 1980s, skiwear was added, followed by camping equipment.

The North Face is now a wholly owned subsidiary of the VF Corporation.[5] It is headquartered in Alameda, California, co-located with its corporate sibling, JanSport.[6] In 2007, JanSport was the world's largest backpack manufacturer; combined, the two manufactured nearly half of all small backpacks sold in the United States.[6]

Rise in popularity

North Face attire has grown in popularity.[8] The rise in the popularity of the North Face attire has resulted in wearers of the line becoming the targets of robbery. In early 2005, a group of teenagers from Washington D.C. were arrested on charges including the armed robbery of, specifically, The North Face jackets from students on the street.[9]

In December 2008, The North Face filed a lawsuit in the United States District Court for the Eastern District of Missouri against The South Butt, its creator James A. Winkelmann, Jr., and a company which handled the firm's marketing and manufacturing. In the legal action, The North Face alleged trademark infringement and sought injunctive relief.[10] After the court ordered mediation in the case, the parties reached a closed settlement agreement on April 1, 2010;[11] however, in October 2012, Winkelmann admitted in court that he and his father violated the settlement agreement with The North Face and agreed to pay $65,000, an amount that will be reduced by $1,000 for every month of compliance.[12]

Stores

The North Face hiking shoe.

In addition to selling through department stores and outdoor retailers, The North Face operates over 55 retail and 20 outlet locations in the United States, 4 retail and 2 outlet locations in Canada,[13] 19 locations in the United Kingdom[14] and many others worldwide.